Crafty relaunch for 'secret' Old Rascal

11 July, 2008

Somerset cider producer Thatchers is relaunching a brand it describes as its "best kept secret".

Old Rascal is an oak-aged cider, named after a fox that used to pilfer apples from the company's cider store under the cover of darkness.

Managing director Martin Thatcher said: "Old Rascal is a fine, bittersweet cider, produced from some of Somerset's best cider apples

- dabinett and redstreak

- and made from a traditional Thatchers recipe."

He added that it was a session cider "full of flavour and a West Country apple bite ".

The brand is being repackaged in Thatchers' "fridge-friendly" and lightweight 50cl bottles introduced this year, and the story of the fox features on both the packaging and new POS.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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